Ikea, which spends some $60 million a year on advertising, has rehired its agency of 11 years, after 6 years apart, to launch a multi-media campaign.

After working with three other agencies since 2000, the American unit of the Swedish furniture company has rehired Interpublic Group's Deutsch, New York, writes the New York Times. The new campaign revives many elements for which agency and client were well known - including a playful attitude as expressed in ads asking "Why be beige?" and "Why shouldn't people live in their living rooms?" as well multicultural casting for the ads.

Ikea plans to run the ads in magazines and on TV, radio and billboards - with an extensive online component for the campaign, which carries the theme "Better everyday life at home." Online ads will run on diynetwork.com, hgtv.com, dominomag.com, google.com, ivillage.com and oprah.com, among others, as well as on the Ikea's site. Offbeat viral promotional events are also planned.

The campaign aims to alter the perception that Ikea merchandise is best suited for college students and recent grads.